Kai Cenat Launches Own Clothing Brand, Steps Into Fashion World
The digital landscape shifted dramatically this month as global streaming powerhouse Kai Cenat clothing brand Vivet launch news officially took over the internet. Breaking away from the high-energy chaos of his record-breaking Twitch marathons, Cenat shocked his community on January 13, 2026, with a cinematic 23-minute YouTube video titled “I Quit.” While the provocative headline initially sparked fears of a permanent retirement from content creation, the video served as a vulnerable manifesto for his new creative chapter: a luxury fashion house named Vivet.
Derived from the Latin term for “living forever” or “to endure,” Vivet represents Cenat’s ambitious pivot from influencer merchandise to high-end garment construction. The brand is positioned as a legitimate fashion label rather than a temporary side project. To ensure the brand’s credibility, Cenat has been mentored by legendary “fashion architect” Law Roach, the visionary behind some of Hollywood’s most iconic looks. In the reveal video, Roach is seen advising Cenat to abandon fear and embrace his new identity as a designer, urging him to build a legacy that transcends the temporary nature of viral fame.
The transition has been months in the making. During a self-imposed hiatus following his historic Mafiathon 3, which saw him surpass one million Twitch subscribers, Cenat traveled to Italy to immerse himself in the world of premium textiles. The “I Quit” documentary features raw footage of the creator in Italian factories, where he spent weeks learning about denim weights, stitching techniques, and the intricacies of garment manufacturing. This hands-on approach aims to silence critics who view the venture as a “performative” move or a simple logo-slapping exercise.
Cenat has further documented this transformation on a “secret” YouTube channel titled Kai’s Mind. Here, fans are treated to an unpolished look at his self-improvement journey, which includes sewing lessons, intense workouts, and even daily reading practices to improve his literacy and public speaking. This vulnerability has struck a deep chord with his audience, as the 24-year-old openly discusses his struggles with impostor syndrome and the “box” that societal expectations had placed him in as a “just a streamer.”
The buzz reached its peak during Paris Fashion Week on January 20, 2026. Cenat was spotted in the front row of the Louis Vuitton Fall/Winter presentation, rubbbing shoulders with Creative Director Pharrell Williams and other icons like SZA and Pusha T. Clutching a leather-bound “Vivet Journal” filled with design sketches and inspiration, Cenat signaled to the world that he is no longer just observing the fashion world, he is actively participating in it. While a formal release date for the first collection remains under wraps, the industry is already on high alert for what could be the most significant crossover in creator history.